The following post on global strategy is by Thunderbird students Gael Marchal, Hardy Drackett, Kali Poza, Robert Bigot, Venkat Srinivasan and Veronica Borrowdale
“We must protect this house” is Under Armour’s rally cry. Since its inception in 1996, Under Armour has been seen as an improbable success story in an extremely developed and competitive industry. It effectively created the performance apparel market, a blue ocean within the sports apparel industry. However, in broadening its brand the company has failed to protect the market it created. Under Armour recently has made several strategic missteps compromising its unique position. Its failure to make difficult trade-offs and CEO Kevin Plank’s inability to articulate a clear strategic focus will ultimately dilute the Under Armour brand and hurt the bottom line. Read the full article in Thunderbird Student Projects, a blog on the Thunderbird Knowledge Network.